Are you trying to profitably scale your business using Facebook ads in 2021?
If so, you need to start using the Facebook power 5.
In this article, you’ll discover how to use the Facebook power 5 method to leverage the power of machine learning and automation of facebook’s algorithm.
What Is the Facebook Power 5?
Power 5 is a playbook for structuring ad campaigns in a way that enables advertisers to leverage the power of facebook’s algorithms.
It’s used by professional media buyers and considered to be the de facto set of best practices for the creation of a modern campaign framework.
This new playbook highlights 5 total tactics, that if followed should dramatically improve your Facebook ads performance, and these tactics are:
1. Auto advanced matching
2. Automatic placements
3. Account simplification
4. Campaign budget optimization
5. Dynamic ads
Tactic #1: Auto Advanced Matching
What is Facebook auto advanced matching?
Facebook describes it best:
“automatic advanced matching will tell your pixel to look for recognizable form fields and other sources on your website that contain information such as first name, last name, and email address. The Facebook pixel receives that information along with the event, or action, that took place. This information gets hashed in the visitor’s browser. We can then use the hashed information to more accurately determine which people took action in response to your ad.”
Essentially, auto advanced matching helps you capture more data points about your customers. Which helps make your audiences bigger, more accurate, and helps the pixel learn exactly who, when, and how people convert on your site.
To summarize this little tool is like adding steroids to your pixel!
So, how do you implement Facebook auto advanced matching in ads manager?
Actually, it’s super simple
1. All you do is go to your events manager, then select your specific pixel.
2. After your pixel is selected, you then click on settings for that pixel.
3. Under “details” you can toggle on auto advanced matching.
Tactic #2: Automatic Placements
This feature allows the Facebook algorithm to automatically select the best placements for your ads.
The days of manually segmenting your ad sets by placement are over!
It’s time to let Facebook do the heavy lifting.
Automatic placements might just be my favorite Facebook power 5 tactic. It’s such a simple tactic that helps your campaigns see immediate wins plus it helps save a lot of time when creating your campaigns.
Now you no longer need to worry about segmenting ad sets between desktop and mobile, Facebook and Instagram.
Generally, automatic placements will generate superior results compared to traditional campaigns that manually segment out ad placements.
And as a rule, I almost always use automatic placements.
I’m telling you right now, automatic placements always outperform manual placements.
Tactic #3: Simplified Account Structure
Like I said earlier, the days of hyper-segmentation are over. Whether that’s creating Facebook campaigns by specific placements, specific interests, or specific demographics, hyper-targeting your Facebook campaigns isn’t how you win the facebook game moving into 2021.
Those tactics may have worked in the past, but they’re no longer strategies that help you scale in current times. On top of that, they also cause unnecessary redundancies and confusion and waste a lot of time.
By having a simplified account structure with fewer campaigns and ad sets you allow Facebook’s algorithm to test (in real-time) which placements, audiences, and ad creatives are producing the best results.
So, what does account simplification actually look like?
Here is an example of a simplified structure most b2c advertisers can follow
Campaign #1: Prospecting (top of funnel)– targeting cold traffic
Campaign #2: Remarketing (mid funnel) – targeting engagers on social media and your website
Campaign #3: Dpas (bottom funnel) – dynamic product ads
Tactic #4: Campaign Budget Optimization (CBO)
Campaign budget optimization is the new way of setting ad budgets at the campaign level, rather than the ad set level. Instead of manually controlling how much budget each ad set gets, Facebook will adjust the budget between your ad sets and push the budget to where you’ll have the most opportunity for a conversion. This takes the “guesswork” out of it and allows you to optimize spend in real-time.
Cbo allows for budget distribution to be handled by the algorithm. And yes, contrary to old-school methods, you want the algorithm to manage your budget. Because machine learning is extremely powerful, and it’s more capable than you and I.
What are the benefits of campaign budget optimization?
For starters, you’re saving a lot of time. Campaign budget optimization is an automated process. So, the days of staring at your screen for hours and manually shifting budgets from ad set to ad set are over.
Prior to CBO, anytime you made big changes to your ad set budgets could send it back into the learning phase. But with campaign budget optimization, since budgets are being transferred in real-time by the Facebook algorithm, it’s constantly learning and will never have to re-enter the learning phase.
Cbo also helps you decrease your cost to acquire a new customer. As you ads frequency will decrease. And your audiences won’t get annoyed with your ads.
And to summarize campaigns that use CBO tend to perform better. Even more so when scaling
Tactic #5: Facebook Dynamic Ads
The last tactic of our Facebook power 5 is dynamic ads so what are facebook dynamic ads?
Actually, there are 3 types of dynamic ads:
1 – Dynamic creative: this can be used at the ad set level and it allows you to upload up to 10 images or videos up to 5 text captions, up to 5 headlines, up to 5 link descriptions, and up to 5 CTA buttons. To dynamically create and test ad variations and decide a winner combination.
2- Dynamic formats and ad creative – turned on at the ad level, this uses a catalog of creative and ad formats to show to people based on which they are most likely to respond to. When you use dynamic formats and creative, you can create more relevant ads at scale and deliver a personalized version of your ad to everyone who sees it.
3- Dynamic product ads (DPA) – set up at the campaign level, as “catalog sales”. This setting dynamically shows people the products that they’ve viewed on your website, or that they’ve previously indicated having an interest in.
While we use a mix of all three dynamic ad strategies, the one that adds real power to the power 5 strategy is dynamic creative.
The power of dynamic creative lays in letting the Facebook algorithm figure things out with automation. As the algorithm dynamically combines the different variables (images, videos, headlines, etc) and shows users the kind of content Facebook believes they will most likely act on. And believe me, it works fantastically well!
And that’s not all!
Dynamic creative doesn’t just search for the best overall combinations. It also selects the best combinations for each user.
Essentially dynamic creative can be a powerful way to scale at the top of your funnel.
The Facebook power 5 is a powerful playbook. But the whole is greater than the sum of its parts.
If you really want to maximize performance and see the greatest benefit…use these tactics together, in tandem.
Have you tested any of the above tactics? If so, what were the results, good or bad? Let us know below! ???